Femina releases second edition of its research outline under the series ‘All Approximately Women’, decodes urban homemakers of India – more way of life


Femina, India’s leading women’s brand, has thrived as the destination for all things women for over six decades bringing a range of applicable videos, features, and stories bringing unique insights on beauty, fashion, trip, relationships, food, health, and fitness.

Taking a leap forward and funneling one of the an important insights in the quite a lot of aspects of a woman’s life, Femina earlier this year launched a research outline series called ‘All Approximately Women’. While the first edition explored the lives of millennial working mothers, the second one edition will shed some light on the lives of Urban Indian homemakers.

Considered one of the crucial biggest and most important audience sub-segments in India; today, urban homemakers are self-assured, unapologetic, and active decision makers, who have deeper inspirations and higher aspirations. The research outline commissioned by Femina to Karvy Insights, offers an in-depth analysis and provides a comprehensive understanding of the lives of Urban homemakers, by capturing their life, self-perception, relationship with circle of relatives, changing way of life owing to Covid-19, future aspirations and dissecting the consumer behaviour.

The research study’s findings are a result of extensive quantitative and qualitative research done over months with more than 1200 urban homemakers and 250 husbands across 8 metros and non-metros that come with Mumbai, Delhi, Bangalore, Chennai, Kolkata, Lucknow, Patna and Ahmedabad.

The subjects belong to joint and nuclear families and are of the age group of 22 to 45 years, NCCS A and 70% of the homemakers were graduates/ postgraduates.

Elaborating on the second one edition of Femina’ s All Approximately Women Outline, Mr. Deepak Lamba, CEO of Worldwide Media said, “The pandemic of 2020 has brought all the world to an uncertain halt, affecting businesses, families, and individuals at large. And, at the center of this all-encompassing crisis have been the homemakers, trying their best to balance their professional, personal, and familial responsibilities.

The second one edition of Femina’s All Approximately Women outline is an effort to recognize the unaccounted contribution, relevance, and importance of Urban Homemakers. It defines their transformed approach towards their way of life, financial aspirations, professional development, circle of relatives equations, and personal choices.

Our endeavour is to decode the shift, predict their behaviour, and supply a comprehensive overview of the evolved Indian Urban homemaker.We are hoping that our advertiser partners can gain some applicable insights from our latest proprietary research that can help them connect more meaningfully with the urban Indian woman.”

Further commenting on the outline, Ruchika Mehta, Editor at Femina said, “Urban homemakers are the spine of any circle of relatives and are constantly undervalued for all their tough work and dedication. With this outline we need to initiate a conversation that builds an understanding of who they’re, their preferences, and their way of life. It captures their unspoken emotions, aspirations and creates a bridge between them and the brands that seek to serve them”.

Understanding the Urban Indian Homemaker Contemporary-day homemakers see themselves as pro-home-managers who are as honest and hardworking as corporate women and not just traditional housewives.

They’re tech savvy ninjas who are the foundation of their households and have managed to retain the happiness index at home high despite the challenges.

• 80% of the respondents see themselves as superwomen who do endless amounts of thankless make money working from home

• 70% of the respondents feel unvalued and think more respect is ascribed to monetary income

• 80% idolises their mother and seek inspiration from Bollywood celebrities and celebrity chefs

• Most urban Indian women aspire to have a steady financial future and academic excellence of their children

• 70% see money as a means to make stronger their way of life

World of a homemaker and affect of Covid-19

The pandemic of 2020 altered the way of life of all families across the country. Staying within the home ceaselessly for months, saw homemakers believe cooking and kitchen responsibilities as the most stressful tasks, particularly without the assistance of other members of the family.

Consumption of satisfied on OTT and social media apps have seen the highest increase. Homemakers in metros depend more on packaged items like immunity boosting powders, whereas these in non-metros prefer natural home remedies. While lockdown has impacted both physical and mental health, the affect is more pronounced on mental health. That said, the challenges have also helped in strengthening the bonds with spouses.

• 39% Non-Metro city homemakers see cooking duties as the most stressful

• 41% metro city homemakers see non-cooking kitchen duties as the most stressful

• 33% of husbands weren’t even aware of cooking and kitchen duties are stressful for their partners

• New things explored all through the lockdown – 51% experimenting with Food and 41% started watching online video • 60% Homemakers in metros chose packaged immunity boosters

• 50% Homemakers from non-metros preferred natural immunity boosters

• 38% of homemakers felt that their mental health has been have an effect on

• 72% of the homemakers said their relationship with their partner has improved in the lockdown

Understanding her as a consumer& her aspiration of formal employment

The tech savvy homemaker likes shopping online, appreciates sales & discounts, is brand conscious. Non-Metro homemakers too have adopted e-commerce for essentials but overlook the personalization of offline shopping.

Social Media Trends & E-Business Boom has made her more familiar and accessible to brands.

More Than a Third of The Homemakers Aspire to receive into formal employment. Marital responsibilities impede professional career then again, majority of men want women to be financially independent. 64% Homemakers quit their job just before or just after marriage.

• 64% homemakers either left their job before marriage or after marriage, two prevalent reasons being to care for the house and kids

• One out of each and every three homemakers aspire to gainful employment

• 60% of the homemakers prefer offline/cash transactions

• 50% bought more essentials online but overlook the offline personalization

Investments 70% homemakers stay polite informed on money affairs but seek the insights of their spouse & friends to validate their investment decisions. They prefer ‘Safer’ Financial Products such as Gold, Bank Deposits, Life Insurance.

Femina’s November issue will further elaborate these insights and findings and corroborate them with satisfied tailor-made to the Urban homemaker. This issue will also shed light on Femina’s focused satisfied strategy to cater to what women need and the in-depth understanding of it.

(This story has been published from a wire agency feed without modifications to the text.)

Follow more stories on Facebook and Twitter

Top stories / News


Please enter your comment!
Please enter your name here